Television is the preferred medium to watch sports, and streaming media has growth and buzz, but radio holds its own among sports listeners.
A total of 23.1 million listeners tuned in to hear Super Bowl XLVI on radio, reports Edison Research and network company Dial Global. That 23.1 figure stacks up nicely to the 111.3 million who watched the Super Bowl on television, and the 2.1 million who streamed it. Edison Research conducted the survey live via telephone interviews on Sunday, following the Giants 21-17 victory over the Patriots. That gives radio a 16.9% share among the three media. Listeners accessed the live broadcast in multiple environments, including the home, while driving, at work and other locations, and on over 680 stations nationwide.
While Honda, Coca-Cola and Budweiser reached the TV viewership, some big brands that reached the 23.1 million radio listeners included:
- Allstate
- Advance Auto Parts
- Go Daddy
- Subway
- Home Depot
“We are…excited, but not surprised, to see that our research findings highlight…the ongoing demand for radio broadcast coverage of live sporting events,” said David Landau, Co-President CEO of Dial Global. Edison conducted a similar survey in January, to find that 22.9 million people tuned in to radio broadcasts of AFC and NFC championship games on Sunday, January 22. An overwhelming majority of tuned in on AM or FM radio, versus Sirius XM or the Verizon Mobile App.
Dial Global has 100% coverage of the U.S., with a core demographic of adults 25-54.Dial broadcasts nearly 100 NFL games, exclusive NFL primetime games, the Playoffs and the Super Bowl. “Given the popularity of The Super Bowl as ‘television’s ultimate event’ where people actually look forward to the commercials and the halftime show, the number of radio listeners may come as a surprise to those who are not familiar with the significant reach of broadcast radio,” said Larry Rosin, Edison President.